Posts Tagged ‘Australia’

10.17.12

Smiggle – the Aussie brand that is laughing while other retailers scratch their heads.

Doomsayers continue to claim retail is suffering its worst conditions for decades. But in the unlikely market of stationery – where traditional newsagents have been disappearing across the country – one retailer is booming.

Smiggle is a great example of a brand that has reset its category. Driven by a strong vision, clearly defined brand proposition, distinct identity and deep connection with its audience, Smiggle is a standout brand.

Read the rest of this entry »

01.25.12

Australia Day 2012; drink Aussie wine or lose your strides

Australia day is here for another year, along with painted faces, flag flying, boxing kangaroos and, of course, companies trying to leverage patriotic feelings for their brand’s benefit. Coles and Woolies are fighting it out to prove who is ‘more Australian’, Vegemite has renamed their famous spread to ‘Australia’ and Lamb has again released their annual Lambassor, Sam Kekovic, for another ripper viral session – this time trying to get him the number 1 on the pop charts.

But this year, it is Wine Australia that has caught my attention with their idea to ‘de-stride’ those drinking foreign vino.

Read the rest of this entry »

10.10.11

Silverwater Resort and Emaar: brand plagiarism or coincidence?

I just experienced a strange case of brand deja-vu on a mini break at Silverwater Resort. I was struck by the similarity of the Silverwater Resort brand to that of Emaar Properties.

The resort is in an idyllic spot overlooking Phillip Island. It has a lot going for it, especially if you have kids. But the similarity of the brand identity made me feel like the whole experience was not authentic.

Read the rest of this entry »

09.27.11

Going nude; a clever brand gesture

For generations, parents have been trying to get their kids to eat healthier food. Is it possible that one brand has finally found a way to make it happen, at least at school?

Read the rest of this entry »

09.15.11

Coles, clever brand stretch or caught red-handed diluting their brand?

The famous and annoying catch cry, “down, down” and the big red finger might actually carry far greater symbolism for Coles and their reputation than they realise. As the brand becomes more elastic and focuses on ‘stretch, stretch how far can we stretch’, could this strategy actually bring the brand down or is Coles setting a new benchmark for Australian brands?

Companies are always seeking new ways to grow and expand but when brands start to develop a bigger range of products, there is a danger of stretching the brand too far. Extensions can have a knock on effect that confuses the brand’s identity, its customers and can potentially leave the brand open to attack from more focussed competitors.

Read the rest of this entry »

09.09.11

Qantas Brand Strangled by Business Strategy

Over the past couple of years we have been witnessing the demise of the Qantas brand, with its business strategy dictating the brand’s terms of engagement. Every public gesture that the business has made, has reflected an unwavering commitment to taking cost out of its operations. There has been scant regard for the brand or the customer.

Read the rest of this entry »

06.16.11

The Zara brand effect

In case you haven’t heard the screams from Bourke Street, one of the biggest fashion retail names has opened its doors in Melbourne. Following its successful launch in Sydney, Spanish brand Zara, now has flagship stores in Australia’s two biggest markets. It has been publicised as one of the most exciting and eagerly anticipated launches this year. For some, it is as exciting as a new Apple product launch.

So what is it that makes Zara such an impressive and highly sought after brand? Is it just a new fad that will fade within a few months or will it really change the way fashion savvy Melburnians and indeed Australians shop? Is it just the cultural cringe biting again or is the brand truly special?

Read the rest of this entry »

06.07.11

Time for a new tiger brand

Another post on Facebook complains about Tiger Airways. “Second flight cancelled, no info. Never flying Tiger again”. Within seconds a sense of comradely builds as other ‘friends’ join in to attack. “Missed flight due to check-in shambles. Worst airline ever, don’t fly Tiger”. “Stranded again. Thanks Tiger, first and last time!”.

In today’s social media world, people are empowered to spread the word and it happens instantly. This is, for many brands, the downside to social media.

Read the rest of this entry »

« Older Entries